Hard Rock Café to return to Reykjavík with a downtown restaurant

Back in Iceland after a 10 year absence A Hard Rock Café was operated in the local mall Kringlan from 1987 until 2005. Photo/Hard Rock Café

A new Hard Rock Café will open in downtown Reykjavík shortly after the new-years. The future location of the new Hard Rock Café is in Lækjargata street, where the book store Iða is currently located on the first floor, while a café and a Sbarro restaurant are located on the second floor. The local newspaper Morgunblaðið reports that the staff of the bookstore is already preparing the move. The new restaurant is scheduled to open shortly after new-year’s according to Morgunblaðið.

Lækjargata street, downtown Reykjavík The Future location of the new Hard Rock Café, currently occupied by the bookshop Iða. Photo/Róbert

The opening of the new Hard Rock Café marks the return of the popular restaurant chain to Iceland and Reykjavík. In 1987 a Hard Rock Café was opened by local restaurateur Tómas Tómasson. At the time Tómas was best known for his hamburger chain Tommaborgarar, which is frequently credited with having kept McDonalds at bay due to its popularity.

Tómas later withdrew from the operation of Hard Rock Café and the Tommaborgarar joints all closed up. Currently Tómas operates a small burger joint franchise, Hamborgarabúlla Tómasar, whose flagship restaurant is located by the old harbour in downtown Reykjavík. The Hard Rock Café remained open until 2005, when it closed down.

Hard Rock Café is the second American chain restaurant to expand its franchise to Iceland in a short period. The doughnut and coffee chain Dunkin Donuts also opened two cafés in Reykjavík this year, one by Laugavegur shopping street, the other in the Kringlan mall.